The B2B Digital Blueprint: How to Win More Sales-Qualified Leads

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THE B2B DIGITAL BLUEPRINT:How to Win More Sales-Qualified Leads Thursday, September 24th, at 1PM ET/10AM PT

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It’s all about sales-qualified leads.Not just clicks and traffic.

Organic Search

SEM & Display Advertising

Social Media Advertising

Conversion Optimization

Content Creation

ROI Reporting

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1WHO IS THE NEW B2B BUYER?

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The new B2B buyer might surprise you.Business purchase decision makers are younger and native to digital.

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The new B2B buyer might surprise you.Cross-device fluency is key. 42% use mobile during the purchasing process.

Source: Google/Millward Brown Digital, B2B Path to Purchase Study, 2014.

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The new B2B buyer might surprise you.Marketing to the C-Suite is not as critical.

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71% of business purchase decisions start with a search engine.

Source: Google/Millard Brown Digital, B2B Path to Purchase Study

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On average, B2B researchers do 12 searches before engaging on a brand’s site.

The B2B buyer starts with SEO.

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2ATTRACT HIGH-QUALITY LEADS WITH SMART SEARCH MARKETING

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Organic search success means mastering a staple in traditional marketing: Good content.

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Winning means designing relevant, interesting content.

SaaS CRM Solution

“How to Choose the Right CRM”

“Compare the top SaaS CRM Platforms”

“CRM Pricing”

Holistic, relevant content trumps exact keyword presence.

Be sure to include rich media.

Word count matters! Top 10 results average 1,285 words.*

*But, this varies from industry to industry!

Content fuels organic search.

Source: Searchmetrics: “SEO Ranking Factors 2015”

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Content fuels organic search.Take it a step further with buyer personas.

1

2

3

4

Job title

Industry

Skill level

Company

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Do you have enough content to guide each persona down the funnel?

Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Chief Marketing Officer

“5 CRO Hacks to Lower Your PPC Cost Per Lead.”

“7 Ways to Drive More Revenue with SEO this Quarter.”

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”

“How to Convince Your Boss SEO is Worth the Price Tag.”

“Digital Marketing Agency Buyer’s Guide.”

“The Cost of Not Ranking: How to Calculate Your SEO Opportunity.”

Content fuels organic search.

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Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Search Query

Blog: “5 CRO Hacks to Lower Your PPC Cost Per Lead.”

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

Webinar: “3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”

Blog: “How to Convince Your Boss SEO is Worth the Price Tag.”

“PPC best practices for lower CPL”

What is your buyer searching for at each stage of the funnel?

“drive more sales with digital marketing”

“digital agency cost comparison”

Match user intent to keywords.

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What do Google results pages show for these keywords? Analyze informational vs. transactional keyword themes.

“cloud security” “cloud security solutions”

Match user intent to keywords.

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Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Search Query

“5 CRO Hacks to Lower Your PPC Cost Per Lead.”

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”

“How to Convince Your Boss SEO is Worth the Price Tag.”

“PPC best practices for lower CPL”

Line up call-to-action with anticipated intent.

“drive more sales with digital marketing”

“digital agency cost comparison”

CTA

Watch the how-to video.

Join our webinar

Talk to Sales to learn more.

Match user intent to keywords.

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3ACCELERATE THE FUNNEL WITH A NURTURE PLAN THAT GOES BEYOND EMAIL

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“Companies that excel in lead nurturing generate 50% more sales-ready leads at 33% lower cost per lead.”

Source: Wishpond,” The 2015 State of Marketing Automation.”

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A whopping 93% of B2B marketers use email marketing.

Yet, just over half use paid search or display advertising.

Source: Webmarketing123,” The 2015 State of Digital Marketing Report.”

“Email is the one channel where the majority of marketers can prove ROI.”

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Buyer Stage

Awareness

Evaluation

Purchase

Marketing Analyst/Mgr. Search Query

“5 CRO Hacks to Lower Your PPC Cost Per Lead.”

Educate prospects on the value of your product & foster thought leadership.

Build the business case for why the prospect needs to invest in your product or service.

Give the prospect a reason to choose you over your competitors.

“3 Tips from Agency Experts: How to Drive More Leads with Integrated Search.”

“How to Convince Your Boss SEO is Worth the Price Tag.”

“PPC best practices for lower CPL”

Remember this? Accelerate the funnel with paid search.

“drive more sales with digital marketing”

“digital agency cost comparison”

CTA

Watch the how-to video.

Join our webinar

Talk to Sales to learn more.

Build a nurture track beyond email.

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Get smart with retargeting. Meet your buyer in the funnel.

Build a nurture track beyond email.Let’s say a lead visited our site and downloaded this eBook.

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Get smart with retargeting. Meet your buyer in the funnel.

Build a nurture track beyond email.After downloading, this lead requested an appointment with Sales.

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Get smart with retargeting. Meet your buyer in the funnel.

Build a nurture track beyond email.Now, we can serve our “Agency Buyer’s Guide” via search or social to this lead.

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4OPTIMIZE SEARCH FOR SALES

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Optimize search for sales.B2B marketers still name “proving ROI” as their #1 digital marketing challenge.

Source: Webmarketing123, 2015 State of Digital Marketing

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Here’s why you can’t afford to measure leads alone.Optimize search for sales.

Sure, those marketing metrics are nice, but can you tie it to revenue?

Lead volume is good but what about quality?

Joe from Sales says we need more tradeshow

leads.

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Optimize search for sales.Where does it all breakdown? Data silos are often the culprit.

SEO data is in Google Analytics

Social data is over here in Hootsuite.

Email performance is over here in Marketo

Ad data is over here in Marin.

CRM

Out of the box, Sales will most likely see

each lead attributed to “Web”.

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Optimize search for sales.Here’s where cross-channel attribution comes in.

Let’s say Suzie searches for “marketing automation software”.

Google serves an organic listing for your site linking to your latest eBook.

Suzie clicks on the link, but then decides to go to lunch.

While she’s at lunch, browsing the NY Times on her phone, she sees a display ad for your eBook.

Suzie clicks on the ad and downloads the eBook.

Sales gives Suzie a call a few hours later, and sets up a demo appointment.

A month later Suzie buys your software!

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Optimize search for sales.Close the loop directly within your CRM

Opportunity Name

Revenue Commitment

First Touch

$100,000 Source: Organic SearchLanding Page: /webinar

San Francisco Startup – SEO Opportunity

Last Touch Source: Event - TradeshowLanding Page: N/A

Suzie’s Software- Demand Gen Opportunity

$75,000 Source: Organic SearchLanding Page: /new-eBook

Source: Paid SearchLanding Page: /new-eBook

Now you can truly optimize for ROI.

Plus, you can tell Joe from Sales his tradeshow leads actually came from digital.

#123webinar800.619.1570 results@webmarketing123.com

. Deliver more sales-qualified leads.

Chat with our team and learn how we can help build a better pipeline today.

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QUESTIONS? ASK AWAY!

Sabrina Gilmore, Webmarketing123Business Development Manager

Thanks!